Social media photography

Schmittenhöhe in Zell am See – Kaprun

High-class & authentic

Who’s behind the project?

The Schmittenhöhe is Zell am See’s landmark mountain and popular with locals as well as day trippers and holiday guests throughout the year. At 2,000 metres above sea level, the Schmitten offers plenty of snow fun in winter and dozens of hiking trails and tours in summer. What’s more, its favourable location has earned it the name of “sun child of the Alps”. Up on the Schmitten, you enjoy splendid views of Lake Zell and more than 30 three-thousand-metre summits.

Skifahrer auf der Schmittenhoehe. | © punkt & komma

The challenge

Mountain fans love the Schmittenhöhe! This is also reflected in the resort’s many different target groups. On the one hand, there are the locals looking for real-time information on “their” landmark mountain. On the other, there are pleasure-seekers eager to experience the Schmitten from a different, inspiring perspective. Plus, families visiting the Pinzgau region as part of a day trip, short getaway or longer holiday are looking for relevant information on the Schmittenhöhe as well.

To live up to the digital requirements of their guests, the Schmittenhöhebahn AG has been relying on the content marketing experts of punkt & komma for many years. From website strategy to photo shoots and from social media to newsletter and website support: Our joint projects are as varied as the many activities on Zell’s landmark mountain.

Skifahrer am Sessellift der Schmittenhöhebahn. | © punkt & komma

The special nature of the project

The digital world is constantly changing. From “Mobile First” to the perfect user experience – websites have to be able to keep up with the ever-changing demands of users and Google. The social media world is even more fast-paced. In addition to posts on Facebook, Instagram and LinkedIn for different target audiences, more and more companies also want to reach Generation Z via TikTok.

As the Schmittenhöhebahn AG seeks to feed all relevant channels with high-quality content, they have been working on various successful concepts together with punkt & komma during the past years.

All project services at a glance

When the collaboration between the Schmittenhöhe and punkt & komma started back in 2017, it mainly involved the creation of magazine articles and newsletters. Shortly afterwards, the punkt & komma team also took over the company’s social media work on Facebook and Instagram. One year later, new strategies were drawn up for the website and online magazine as well as for Facebook and Instagram.

The collaboration continued with many more exciting projects in 2019, including a new navigation structure and social media photography. The aim of the photo shoots was to represent different target groups, including families, couples, leisure skiers and locals. With the help of a detailed shooting agenda, ten locations and events were presented from an inspiring perspective, ranging from early-bird to night skiing. Because the online world never stands still, the strategy was continuously adapted throughout the following months and years.

By the way: The Schmittenhöhebahn AG also uses other services of the varied punkt & komma portfolio, including translation and content management.

Mastering the crisis together

Of course, the pandemic was also a challenge for the Schmittenhöhe, requiring maximum flexibility and quick reaction times. As the Schmittenhöhebahn AG has a very close connection to their community, they knew just what kind of information they were looking for during the pandemic. Together with punkt & komma’s expertise in dealing with crisis situations, this challenging phase was expertly mastered.

Skischulgruppe hat Spaß im Schnee. | © punkt & komma
Schneeschuhwanderin auf der Schmittenhöhe. | © punkt & komma
Schneeschuhwandern auf der Schmitten. | © punkt & komma
Der Drache Schmidolin auf der Piste. | © punkt & komma
Gondel über den Skipisten der Schmitten. | © punkt & komma
Panorama von der Schmittenhöhe. | © punkt & komma
Ein Tiroler Gröstl mit Spiegelei wird gegessen. | © punkt & komma

The results

The ongoing business partnership between Schmittenhöhebahn AG and punkt & komma has been rewarded with many successful projects throughout the years. For instance, numerous professional photo shoots resulted in authentic and emotional imagery. What’s more, the brand’s social media channels are all doing great, attracting a growing number of followers.

Just like the rest of the website, the Schmitten magazine is a real source of inspiration, highlighting relevant topics for all seasons. The newsletter is distributed according to seasonal demands, resulting in opening rates that are well above the industry average.

What’s next? An outlook …

When it comes to the future, all parties agree on one thing:  We’re set on continuing our successful collaboration! In a next step, select magazine articles will be updated in line with professional Content Recycling guidelines. As far as social media is concerned, the Schmittenhöhebahn AG is planning to offer exciting insights to TikTok users soon – produced in collaboration with punkt & komma.

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